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Neilson Study shows the right content could sell

Veröffentlicht 16 Feb 2010 von Jim Munz in Tags: Media and Publishing, media, Business Model, Content Marketing

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Nielsen asked more than 27,000 consumers across 52 countries, and the answer is a definite “maybe.” As expected, the vast majority (85%) prefer that free content remain free. Yet there are opportunities to be found in the details. This report shows that professionally produced content has a market online though, and one that if executed the right way could gain some traction.

The main point to take from this is that orginal content is valuable and we have over the past several years seen a decrease in the amount of professional quality orginal content that is available and an increase in dependence on user generated content. All the news outlets look the same, report the same stories, and recently have pushed to using more user generated content. Well, guess what, people are not buying. They will pay for quality content they can't get elsewhere. This is why I still pay to get the WSJ, who produces orginal content that I like and doesn't give it away. But I won't pay for the Boston Globe, their content has dropped off to nothing but AP articles or NY Times reprints and then they make it all available for free online anyway, so why buy?

The right content strategy is so important, giving away some content to generate traffic at the same time holding on to valuable professional quality content that creates scarcity in the marketplace is a delicate proposition that if improperly managed will lead to failures for many. But for those who can find the right balance it will be profitable and they will utlimately be the survivors in this changing marketplace.

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